Having a reporter get something wrong can be one of the most frustrating moments you’ll ever face as a PR professional.
When it happens, you’re very likely going to feel embarrassed that your colleagues (and your bosses) are reading something that makes you sound like a total moron.
So what should you do if it happens?
Whatever you do next, please DO NOT lose your cool.
That instinct is understandable, but it’s rarely helpful. Resist the urge to push back. Take a deep breath and gain your composure.
There’s an old PR adage: never pick a fight with someone who buys ink by the barrel. Even though paper and ink have all but disappeared, the principle still applies.
Publicly calling out a reporter or news outlet on social media or other channels almost never fixes the issue and may create a public fight that you don’t want.
Pause to assess the actual damage.
Hopefully you have recorded the interview (always a good idea) and you can go back and hear or read a transcript of what you actually said.
Is the error meaningful, or is it something only you and your team will notice? Will it misrepresent your organization’s position or materially mislead readers? Or will correcting it simply draw more attention to a story that would otherwise pass quickly?
If the impact is minimal, restraint is often the right call. Just let it go. But if the error affects a core fact, a key position, or a fundamental business issue, then it does need to be addressed.
Now draft a brief memo to the appropriate people in your organization or your clients stating what the error is, what was actually said, and how you intend to correct the matter.
If you’re going to attempt to set the record straight, the smartest response is usually quieter and more deliberate. The best place to start is privately, with the reporter.
A straightforward, professional note or call—factual, calm, and to the point—is usually the most effective first step.
It’s worth noting here that corrections themselves are rarely dramatic. They’re often a short note appended to an online story or a small correction notice in a newspaper. Accuracy, not prominence, is the goal here.
If the reporter is unresponsive, escalating the matter to an editor is the next appropriate step. The same rules apply in communication with the editor: be courteous, be concise, and stick to the facts.
If that doesn’t work, a letter to the editor or an op-ed from senior leadership may be necessary. The focus should be on clarifying the record, not criticizing individuals. This isn’t about winning an argument. It’s about getting the facts straight.
Handled well, these moments can strengthen press relationships rather than damaging them.
Which brings me to the other side of the coin: what do you do when a reporter gets it right?
Send a thank you note.
Say “Good piece!” or “Really appreciate the coverage. Nice work!”
Maybe they asked thoughtful questions because they did their homework. Maybe they took a complex issue and made it understandable under a tight deadline.
Tell them that.
Topics are often nuanced. Deadlines are unforgiving. When a story is clear, accurate, and balanced, it’s usually because the reporter cared enough to get it right.
A thank-you email takes only a few minutes to send, but it goes a long way toward building a lasting relationship.
Do you have questions about PR or communications that you’d like me to address in On Background? Please feel free to DM me or email me at paul@paulgriffo.com.
I adapted this On Background column from a story I wrote for PR Daily.